The Benchmark Report allows you to compare a selected campaign's performance over 2 separate time periods. You can select from the report's available statistical metrics to analyze your campaign's performance in depth.
There are 2 ways to compare a campaign's performance over separate time periods:
1) Simply enter the 2 separate date ranges you wish to analyze.
2) Enter a selected date and choose a time frame from the available options (either last 7 days, last 14 days, or last 30 days), then use the "Gap" drop-down menu to indicate the number of time frames you wish to compare.
For example: We want to compare a campaign's performance over 14 days from February 1st through February 29th.
To do so, choose 14 days for the time frame, enter February 1st in the first date cell, then select -1 from the Gap drop-down menu. This will cause the report to display 2 separate graphs within the chart, one for the period of February 1-14, and the other for the period of February 15-29.
* A unique feature of the Benchmark Report is the ability to set future benchmarks for analysis. By selecting a positive range from the "Gap" drop-down menu, you will be able to compare a selected campaign's performance over one time period, to a future date of your choosing. By using the positive "Gap", you will be able to test your SEM strategies and directly analyze the effects of any changes made to your campaigns.
You can even take this a step further, and schedule the report to be emailed to you for analysis once the time periods have elapsed and the data is present within the report.